Company-Owned and Persistent Content Wins the Race

With the always-on and always-connected consumer, the need to reach key audiences relies greatly on the ability to adapt corporate messaging to social media platforms. Being present and active can play a large role in visibility and consistent and accurate corporate messages.

One disappointing result is even after carefully crafted messages about new products or services or a company’s thought leadership is delivered to traditional outlets and news sites, companies find that the inherent filters of traditional news have distorted their messages. These distorted messages are even more likely on new media news sites, according to research by Burson-Marsteller, with an average of 69 percent of blog postings not relaying the message companies were trying to send.

Corporate blogging is expected to increase steadily over the next few years with 43 percent of US companies’ blogging by 2012. As this company-owned content becomes a more prominent part of corporate communication and pushed out through all company owned networks the next question asked is, “What do I blog about?”

This is where the problem lies.